Joe Bavonese Psychotherapy Networker presentation March 2011

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CREATING A REFERRAL-GENERATINGWEBSITE

CREATING A REFERRAL-GENERATINGWEBSITE

Joe Bavonese, PhD

uncommon practices

March 26, 2011

march 2011www.uncommonpractices.com

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INTERNET MARKETING ROCKS!!!!

INTERNET MARKETING ROCKS!!!!


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AGENDA

Why Internet Marketing? Websites Search Engine Optimization (SEO) Pay Per Click Advertising Social Media Video Marketing


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WHY INTERNET MARKETING?WHY INTERNET MARKETING?

2 billion Internet usersworldwide; 266 million inNorth America

Internet Usage Continues toIncrease by 14% Per Year


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Joe has gotten at least 45 referrals / month for his therapy practice from Online Sources, every month for the past six years

Many Private Practitionershave Filled up their Practiceswith Mostly Internet Referrals


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Searches for Information

o Google: 2 billion searches daily; 93% use regularly; Google gets72% of all searches (and 98% of

all mobile searches!)

o 84% of People Use the InternetFirst When Searching for a Professional Service


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Email

o 294 billion sent daily;

o 480 million new users every year

o 40% of Emails Now Read on Mobile Devices


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Therapist Directories

o Good Therapy: 1.2 million searches per month

o Psychology Today: top 0.02% of all websites for traffic


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WHY INTERNET MARKETING?WHY INTERNET MARKETING? Social Media

o Facebook passed Google in Daily Visits, March 2010

o Facebook: 600 million active users; 200 million access via cell phones

o Average Visit on Facebook: 20 minutes, longest of any website


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WHY INTERNET MARKETING?WHY INTERNET MARKETING? Video

o YouTube: 2 billion videos viewed every day; 200 million ofthose on mobile devices

o Number of videos uploaded to Facebook every month: 20 million

o YouTube: 3rd in overall web traffic after Facebook & Google


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WEBSITESWEBSITES

255 Million as of December 2010

21 million new sitesadded in 2010


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WEBSITESWEBSITES

For your site to be more than an online brochure,You Need Traffic!

o Free Organic Search via Search Engine

Optimization (SEO) o Paid Advertising


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WEBSITESWEBSITES Without Traffic, the Best Website

in the World Will Just Sit there andDo Little for your Practice


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WEBSITESWEBSITES You Also Need to Convert Traffic to Phone Calls or Emails

o Structure of Content

o Call to Action


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WEBSITESWEBSITES You must always be

aware of very short attention span on Home Pages (usually <30 seconds)


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WEBSITESWEBSITES

Home Page must be about Potential Client’s Issues/Problems in their language (not DSM)

NOT ABOUT YOU OR YOUR TRAINING


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WEBSITESWEBSITES Media

o Increase levels of engagement: Text - Picture - Audio - Video

Formattingo Avoid visual monotonyo Use graphics, bullet points to break up texto Laptop sales > desktop sales now: Note Screen Sizeo Smartphones & Tablets – 3 to 10 inch screens


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WEBSITES-KEY TAKEAWAYS-WEBSITES-KEY TAKEAWAYS-

Show Potential Clients that You Can Help Them with Their Specific Problem/Challenges

Avoid Animations and Flash on Site Include a Call to Action – Tell the Reader What

You Want them to Do Next


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SEARCH ENGINE OPTIMIZATIONSEARCH ENGINE OPTIMIZATION

SEO – free, organic search

o Meta tags

o High Search Keywords for Your Area of Specialization

o Domain Name

o Inbound Links


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SEARCH ENGINE OPTIMIZATIONSEARCH ENGINE OPTIMIZATION Meta Tags

o View Source in your browser to see them all

-Title Tag most important (up to 70 characters)

-Description Tag 2nd most important (up to 160 characters)

-Keyword Tag is WORTHLESS


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Sample Meta Tags – VIEW SOURCEIn your Browser


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Get High Search Keywords with Google Keyword Tool

-Find the link for this took by searching in Google for “keyword tool”


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Sample Keyword Research Results


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SEARCH ENGINE OPTIMIZATIONSEARCH ENGINE OPTIMIZATION Domain Name

o There’s an SEO Benefit if High-search Keywords are in Your Domain Name - such as www.anxietycounselingchicago.com

o Don’t Use your Own Name www.drmarkjones.com

o We Want People to Find You Who Don’t Know You


http://www.drmarkjones.com/

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Inbound Links

o Get Your Site Listed on as Many High-Traffic Sites as Possible

o This Is a Crucial Part of Your Google Page Rank


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Create a Profile on Google Maps/Placeso www.google.com/places

Create a Profile on Bing Maps/Placeso ssl.bing.com/listings/ListingCenter.aspx

Both Profiles Needs to be Verified


http://www.google.com/places

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SEARCH ENGINE OPTIMIZATION-KEY TAKEAWAYS-SEARCH ENGINE OPTIMIZATION-KEY TAKEAWAYS-

Optimize the Title and Description Tag with High Search Keywords

Get as many Inbound Links as you Can

Get Registered on Google and Bing Maps/Places


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PAY PER CLICK ADVERTISINGPAY PER CLICK ADVERTISING

Paid Advertising

o Google AdWords

o Google Boost

o MS Adcenter


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Google AdWords o Get on Page 1 in 1 day

o Only Pay for Clicks

o Control Amount of Traffic

o You Can Pause/Stop Adsat Any Time


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PAY PER CLICK ADVERTISINGPAY PER CLICK ADVERTISING Google AdWords

o Expect to Spend 2-3 Months on a New Campaign

o Immediate Daily Feedback Allows you to Revise and Optimize Your Ad Campaigns

o Always Split Test Ads to Improve Click Through Rates

o Average Results: 1 New Client Every $5 Per Day You Spend


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Google Boost

o Get on TOP of Page 1

o Higher Cost Per Click, but MUCH Simpler to Setup vs AdWords

o No Control over Keywords

o Setup Through Your Google Places Page


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PAY PER CLICK ADVERTISING-KEY TAKEAWAYS-PAY PER CLICK ADVERTISING-KEY TAKEAWAYS-

Don’t Use Home Page as Landing Page

Headline of Your Ad is Most Important Part of Ad

Avoid Companies that Try to Sell You One Keyword for a Flat Rate – you Need a List of Many Keywords to Succeed


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SOCIAL MEDIA/SOCIAL NETWORKINGSOCIAL MEDIA/SOCIAL NETWORKING

Facebook

LinkedIn

Twitter


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User-Generated Content

Lists of Friends/Contacts/Followers

Messaging Between Contacts


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Facebook

o Privacy Concerns!

o You can Establish a Purely Business Profile

o You Can Also Create a “Fan Page” within Facebook


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Facebook

o Best Chance of Referrals: Facebook Pay Per Click Ads

- Advantages over Google AdWords include targeted profile; lower price per click; picture/graphic can be included; and more words in ads


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Twitter

o Despite Massive Hype, It’s Not Ready for Prime Time as a Referral Source

o Can’t Hurt to Register Twitter Names <= 20 characters in case Search Capabilities Become More Widely Used

o @chicagoanxiety or @bettermarriage


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LinkedIn

o Like This Symposium, Emphasis is on Learning & Networking

o Good for Business to Business Referrals such as Supervision or Clinical Training

o Also Good to Ask Clinical Questions and Get Support for your Practice


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SOCIAL MEDIA/SOCIAL NETWORKING-KEY TAKEAWAYS-SOCIAL MEDIA/SOCIAL NETWORKING-KEY TAKEAWAYS-

Register Free Profiles on Facebook, Twitter and LinkedIn for the Valuable Inbound Links

Experiment with Facebook Pay Per Click ads


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VIDEO MARKETINGVIDEO MARKETING Video Marketing Has Six Big Advantages:

o Videos Get Indexed in Google Faster than Anything Elseo Videos Can be Keyword Tagged for Searcho In Search Results, Video Shows up a Thumbnail Image,

not a Line of Text:


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VIDEO MARKETINGVIDEO MARKETING

Video Marketing Has Six Big Advantages:

o Video is the Most Engaging Medium Available

o Videos Can go Viral (others market for you)

o High Resolution Video is Very Inexpensive To Produce and Free to Put Online


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VIDEO MARKETING-KEY TAKEAWAYS-VIDEO MARKETING-KEY TAKEAWAYS-

Create a YouTube Channel – it’s free

Start Making 1-2 minute Videos about Your Areas of Expertise

Embed Videos on your Website and Put on as Many Video Sharing Sites as Possible


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CONCLUSIONS

It Is Difficult Now to Succeed in Private Practice without a Solid Internet Marketing Component

Internet Marketing as a Source of Referrals Will Continue to Increase

More Search Results Will Come from Cell Phones in the Future, Especially iPhone & Android OS

Create a Successful Online Presence Now to Stay Ahead of the Curve


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FURTHER RESOURCES

www.uncommonpractices.com/networker2011.html

FREE Question & Answer Call on April 29, 12-1 pm EST

Call 800 940 0185 to Register or [email protected]


http://www.uncommonpractices.com/networker2011.html

mailto:[email protected]

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THANK YOU!

Joe Bavonese, PhD

www.uncommonpractices.com

[email protected]

800 940 0185


http://www.uncommonpractices.com/

mailto:[email protected]

Education

Joe Bavonese Psychotherapy Networker presentation March 2011